Learn more about books with this collection
Techniques for brainstorming and generating new ideas
The power of collaboration and feedback in the creative process
How to recognize and overcome limiting beliefs
The practice of building quick, inexpensive, and rough study models to learn about the desirability, feasibility, and viability of alternative value propositions and business models.
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MORE IDEAS ON THIS
For example, a movie theater chain competes for customer attention not only with other movie theaters but also with a broad range of alternative options: renting a movie at home, going out to dinner, visiting a spa, or maybe even attending an online virtual art exhibit with 3D glasses.
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Pains describe anything that annoys your customers before, during, and after trying to get a job done or simply prevents them from getting a job done. Pains also describe risks, that is, potential bad outcomes, related to getting a job done badly or not at all.
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You may begin exploring ideas by sketching out a profile based on what you believe your potential customers look like. This is an excellent starting point to prepare customer interviews and tests regarding your assumptions about customer jobs, pains, and gains.
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A customer job could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
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Gains describe the outcomes and benefits your customers want. Some gains are required, expected, or desired by customers, and some would surprise them. Gains include functional utility, social gains, positive emotions, and cost savings.
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Fit happens in three stages:
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Our [product/service] help(s) [customer segment] who want to [jobs to be done] by [your value proposition].
Example:
Our book helps business professionals who want to improve or build a business by
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The Value Proposition Canvas has two sides: the customer profile (who your customer are) and the value map (how you create value for that customer). The goal is to achieve a fit between them.
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Related collections
Other curated ideas on this topic:
Different types of assumptions can exist for an idea:
Building anything of value as a leader takes time, and the process is typically challenging and messy.
Think of building a family. It takes almost 20 years to raise a child, and we only get a limited number of children to practice on. Older couples will say it takes a lifetime to build a su...
A fighter pilot must be able to make quick decision during critical situation by evaluating options, calculate its rough probability and approximate the expected value of each decision. This is an ability called fast-forecasting.
Fast-forecasting allows us to create rough solutions that mak...
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